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Engage! : the complete guide for brands and businesses to build, cultivate, and
Solis, Brian.
Adult Nonfiction 658.872 S 2010
Solis, Brian.
Adult Nonfiction 658.872 S 2010
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| Contents | Page |
|---|---|
| Foreword | p. ix |
| Preface | p. xi |
| Introduction: Welcome to the Revolution | p. xiii |
| Part I - The New Reality of Marketing and Customer Service | |
| Chapter 1 - The Social Media Manifesto: Engage or Die | p. 3 |
| Chapter 2 - The Case for Socializing Media, by the Numbers | p. 17 |
| Part II - Forever Students of New Media | |
| Chapter 3 - The New Media University: Social Media 101 | p. 33 |
| Chapter 4 - The New Media University: Social Media 201 | p. 40 |
| Chapter 5 - The New Media University: Social Media 202 | p. 52 |
| Chapter 6 - The New Media University: Social Media 203 | p. 62 |
| Chapter 7 - The New Media University: Social Media 301 | p. 73 |
| Chapter 8 - The New Media University: Social Media 302 | p. 82 |
| Chapter 9 - The New Media University: Social Media 303 | p. 95 |
| Chapter 10 - The New Media University: Social Media 401 | p. 104 |
| Chapter 11 - The New Media University: Social Media 402 | p. 113 |
| Chapter 12 - The New Media University: Social Media 403 | p. 128 |
| Chapter 13 - The New Media University: MBA Program-First Year | p. 138 |
| Chapter 14 - The New Media University: MBA Program-Second Year | p. 152 |
| Part III - Brand Representative Versus the Brand You | |
| Chapter 15 - Fusing the "Me" in Social Media and the "We" in the Social Web | p. 163 |
| Chapter 16 - Learning and Experimentation Lead to Experience | p. 173 |
| Part IV - We are the Champions | |
| Chapter 17 - Defining the Rules of Engagement | p. 181 |
| Chapter 18 - The Conversation Prism: How to Listen | p. 206 |
| Chapter 19 - Unveiling the New Influencers | p. 228 |
| Part V - The Social Architect: Developing a Blueprint for New Marketing | |
| Chapter 20 - The Human Network | p. 243 |
| Chapter 21 - The Social Marketing Compass: Creating a Social Media Plan | p. 268 |
| Chapter 22 - Divide and Conquer: Building Marketing and Service Teams Around Social Media Programs | p. 281 |
| Part VI - A Little Less Conversation, a Little More Action: Rising Above the Noise | |
| Chapter 23 - A Tale of Two Cities: Social CRM and Relationship Management | p. 297 |
| Chapter 24 - The Contrast between Earned and Paid: When Paying for Friends Makes Cents | p. 312 |
| Chapter 25 - The New Media Scorecard: Measuring Investment Returns | p. 321 |
| Conclusion | p. 347 |
| Glossary | p. 349 |
| Notes | p. 357 |
| Index | p. 371 |
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